I'm not a fan of the "war" between Android and Apple when it comes to SMS/texting. The rest of the world doesn't use SMS/RCS/iMessage as much as WhatsApp and the like, so the US is pretty much lagging behind everyone else on this anyway.
That being said, I have to admit Android did a good job with this!
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I guess the iPhone sales numbers in the US are keeping them awake. I personally think Apple will only bend if they are forced somehow by the US government, like the way EU did with type-C.